INTRODUCTION TO ITS IMPORTANCE
Digital Strategy Class #1
What we WILL NOT be covering this round
Social Media/Mobile Channels strategy E.g. Facebook strategy, Instagram strategy, etc.
Tutorials/How-tos that CAN be Google-d E.g. How to post stuff on Facebook
Digital Marketing statistics E.g. Number of Malaysians using digital
What we WILL be covering now and in the future
Overview to Paid/Owned/Earned Media
Role of Digital Media
Digital Media Processes
Digital Media Targeting & Retargeting
What is Media?
AKA
Touchpoint, Channel, Medium
Media is a group of different Communication Platforms used to connect or influence individuals or groups
- Rachel Foong’s Definition
Media Landscape
REACH
INVESTMENT
CONTROL
TARGET AUDIENCE
PERIOD
INDUSTRY PLAYERS
PAID MEDIA“ATL”
GUARANTEED Visibility/ROI
HIGH Investment
MEDIUM Control
Mass/Targeted
Short Term
Media Buyers & Celebrity Managers
OWNED MEDIA
“Corporate/Store”
LOW TO MEDIUM Visibility/ROI
MEDIUM Investment
FULL Control
Targeted/Customers
Long Term
BTL & Events/Activation & PR & CRM Agencies &
Brand Collaborations
EARNED MEDIA
“Word of Mouth”
NON-GUARANTEED Visibility/ROI
ZERO Investment
ZERO Control
Customers/Fans
Short to Long Term
PR agencies /CRM
Creative Agencies
360 and the Creative Agency
360˚ CampaignMaximise Reach and
ROI to achieve objectives
WHAT ARE THE DIFFERENT TOUCHPOINTS AND ROLES?
Media Ecosystem – Then
The Traditional Consumer Journey
From Awareness to Loyalty
I Love (Share)“Loyalty/Advocacy”
I Buy“Conversion”
I Consider/Engage“Interest”
I Know “Awareness”
Traditional Consumer Journey
I KnowI
Consider/Engage
I Buy I Love (Share)
Media Buying
Activation/BTL
PR
CRM/BTL
Traditional Paid Media(Newspapers, Radio, TV, Billboard, etc.)
Shopper/Activation Marketing
(Flyers, In=store promos, Guerrilla, etc.)
Celebrity Endorsements/ Brand Partnerships
Product Packaging/Promotions
(In-store Ads, Coupons)
Direct Mailers/Newsletters/Call Centres/Direct Marketing
Press Conferences
Member Referral
Onground Event/Team
Loyalty Programs
Press Mentions/Reviews
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Traditional Consumer Journey (Metrics)
I KnowI
Consider/Engage
I Buy I Love (Share)
Media Buying
Activation/BTL
PR
CRM/BTL
Impressions
Sales
PAID MEDIAOWNED MEDIA
EARNED MEDIA
New Member
Signups/Friend Referrals
PR Value
Program/Contest/
Promotion /Event
Engagement
CRM Database
Repeat Sales
Problems with Traditional Journey
Calculation is purely based on Impressions/PR Value -> Sales/Customer DB
High investment on Paid Media to increase sales
How do I know that I’m making a brand impact without spending millions on research?
HOW IT ALL CHANGED
Media Ecosystem – Now
What has not changed
THERE IS STILL ONE TRUSTED MEDIUM
LEFT IN THE WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Alain Thys - FutureLab
STOP THE MONOLOG - START THE DIALOG
Art by: Andrew Davies
The NEW Consumer Journey
From Awareness to Advocacy
I Share“Advocacy”
I Love“Loyalty”
I Buy“Conversion”
I Compare‘Reviews/Evaluation”
I Consider/Engage“Interest”
I Know “Awareness”
The NEW Consumer Journey
From Awareness to Advocacy
I Share“Advocacy”
I Love“Loyalty”
I Buy“Conversion”
I Compare‘Reviews/Evaluation”
I Consider/Engage“Interest”
I Know “Awareness”
Mob
ile
Deskto
p
Tab
let
Search Engine
s
Social Networks/Forums
/Blogs
Social Networks/Forums/Blogs
Ap
ps &
Gam
es
Today’s Consumer JourneyI Know
I Consider
I Compare
I Buy I Love I Share
Media Buying
Activation/BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Traditional + Digital Paid Media
Paid Likes + Shares
Product Packagin
g/Promotio
nsShopper/Activation Marketing
Onground Event/Tea
mCelebrity Endorsements/ Brand Partnerships
Press Conferences
Press Mentions/Reviews
Digital Influencer Marketing
Press Mentions/ReviewsDigital Influencer
Marketing
Direct Mailers/Newsletters/Call Centres
Member Referral Loyalty Programs
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages Shared Content
Search Engine Marketing
Search Engine Optimisation
Mobile Apps & Games
Email/SMS
Augmented Reality
Podcast/Videos
Today’s Consumer Journey (Metrics)I Know
I Consider
I Compare
I Buy I Love I Share
Media Buying
Activation/BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Impressions
SalesNew
Member Signups/Friend
Referrals
PR Value
Program/Contest/Promotion /Event
Engagement
CRM Database
Repeat Sales
Pageviews/
Visits/Clicks (CTR)
App Downloads
/Activity
Clicks (CTR)
Impressions
Ranking
Reviews/Mentions/Fan-Created Content
Email /RSS Subscriptio
nSharesFollowersOnline Sentiment
Influencers
Engagement
Time Spent
SharesEngageme
nt
Why is the new journey important?
More avenues for owned media
More metrics/data
Better and clearer consumer cycle
The store is no longer confined to a physical space
HOW THEN DO WE MAXIMISE THE DIFFERENT TOUCHPOINTS?
Digital Strategy
Some common objectives
Increase WOM/conversations
Increase community numbers (CRM)
Increase sales
Increase awareness
Digital/Social Media Strategy
How do we approach the world of today to build and extend relationships?
Optimise
Community Size Share of Voice Sentiment Shareability ROI
Build & Respond/Engage
Social Media Management
Reputation Management
Crisis Management
Content Marketing Channel Strategy
Understand/Analyse
Keyword Analysis Sentiment Analysis Share Of Voice Analysis User Experience
Listen
Social Media Monitoring Search Engine Results Forums/Social
Networks/Reviews Insights/Behaviour
Set Objectives
Metrics/KPI Understand Ecosystem Budgets
Sharpen the Brand
USP Messaging Relevance Evaluate Current Ecosystem
Stakeholder Identification
Who we’re working aka fighting with
I KnowI
ConsiderI
Compare I Buy I Love I Share
Media Buying
Activation/BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (MOBILE)
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Traditional + Digital Paid Media
Paid Likes + Shares
Product Packagin
g/Promotio
nsOnground Event/Tea
m
Digital Influencer MarketingDigital Influencer
MarketingDirect Mailers/Newsletters/Call
Centres
Member Referral
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages Shared Content
Mobile Apps & Games
Email/SMS
Augmented Reality
Videos
Shopper/Activation Marketing
How can creative agencies stand out then?
By bringing powerful and insightful ideas to life, no matter the medium.
EXAMPLES OF DIGITAL STRATEGY IN PLAY
Case Studies
Case Study:KLM Surprise
Brand Message: Journeys of Inspiration
Objective:Make passengers feel special
Listen:Monitor check-ins / mentions via social media
Build & Respond/Engage:Reward passengers by responding to their needs
Optimise:??
Case Study:Old SpiceBrand Message:The Man your Man could Smell Like
Objective:Spark conversations amongst couples about body wash
Listen:Monitor responses and questions about body wash
Build & Respond/Engage:Engage celebrities and fans to influence conversations with creative and humourous content
Optimise:Follow up with campaign based on similar story
Case Study:Oreo Daily TwistBrand Message:A 100th yr old cookie with a twist
Objective:Fuel everyday conversations with Oreo as the icon
Listen:Monitor trends/pop culture/issues that are being talked about globally
Build & Respond/Engage:Creatively use the cookie as an icon to symbolise the topic of the day
Optimise:Localise the conversation amongst countries
FOR OTHER LESSONS, PLEASE ASK UNCLE GOOGLE FIRST
Terima kasih